Interview with Elaine Dundon

Elaine Dundon is author of the
International best selling book. The Seeds of Innovation, and founder
of The Innovation Group.

How do you define innovation? Are innovation and
creativity interrelated?

When we use the term 'innovation', we are referring to a broad concept
that goes beyond just creative thinking (the spark of a new idea) to
consider the strategic implications of the idea as well as the
transformational aspects (overcoming resistance to change and gaining
support so that the new idea can be implemented within the organization or
marketplace). We are also referring to a broader concept than just
technology or new product ideas, for innovative thinking is needed in
order to maximize both existing portfolios and organizational processes.

How critical is innovation for survival in the 21st
century?

The topic of 'innovation' certainly has hit the radar screen of companies,
governments and nonprofit organizations across the world. One needs to look no
further than the numerous job advertisements that either promise an 'innovative
work environment' or seek employees with 'innovative spirit' and interest in
joining "our innovation team". Indeed, technology has had a profound impact on
how organizations in all industries and sectors compete in the global
marketplace, forcing some to reduce prices just to survive and others to look
for non-traditional sources of revenue. While we are surrounded in our everyday
lives by many examples of technological innovation, it is "innovative thinking"
and "innovation output" in all areas of organization life that are most needed
now - more than ever before. Innovation is now a prerequisite for survival in
the 21st Century, not just "nice to do if we have time."

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